Empathy Point + Pain Point = Brand Forward Thinking for a Post pandemic world
How can My Brand think Forward for 2021
What is Empathy Point ?
A Empathy Point is a point of shared connection between the Businesses Values and the Values of the audience or Customer and our shared commonality that we are all human and in this world together. This mean putting a bigger emphasis on things that promote the positive wellbeing of others and causes like well being , climate change, and lifting people up.
Why is this Important to me?
Empathy in your messaging shows your audience that you care them that you care about their safety, wellbeing, and happiness, as well as about their opinions.
Traditionally It has always important to consider pain points of your audience and build your from there. Business owners are making decisions about what expenses are necessary and what costs can be cut and are looking to strategize and network amongst themselves. This means that both consumers and businesses are not looking to be shelling out money they don’t have to be. When you include empathy as part of your messaging you are more likely to appeal to a common ground between you and your audience.
2020 changed everything and it doesn’t matter what industry you are in you probably had to pivot many times over the last year to make and keep the train going. For most businesses 2020 meant that a lot of companies had to strategize to keep running. For Businesses that already had a strong virtual presence this may have meant the upheaval was not that bad but for the majority of industries the loss was catastrophic. Industries across every sector are strategizing and shifting the focus of their messaging to a more empathetic tone that promote compassion toward other people.
How can I add empathy points to my Advertising and Marketing strategy?
Adding Empathy Points is a place in your marketing strategy that focuses on how you can induce a caring and support tone into your marketing strategy. Over a sales pitch. while you might be thinking that you’ve always done that this might be true and yes this current has been flowing for quite some time but the boat is really just starting to sale on how we are all connected and one on the journey of life. This means that everyone no matter what type of business they are in must be working to support future generations and building the little guy up.
You can discover points of empathy by evaluating your current brand values and determining what platforms your business already supports and then building your messaging around those specific causes. This helps your business int he long run because you have then identified a targeted niche audience that you can grow and network in that creates automatic business flow toward your business.
Why is this ?
The last year literally taught everyone to focus on what is essential. This might have meant a whole bunch of things to people pre march 2020 but now it means something completely different pared down and streamlined approach to nearly everything.
As businesses shift their models towards one that support both in office and work as home positions Brands will also be shifting their focus to developing attitudes and products that support these new ways of life as well. By encouraging brand forward thinking that is adaptable to support the growing needs of the other is how businesses will grow the fastest. Health care, Mental Health Fitness and wellness businesses all saw huge growth which will more than likely continue. Where as a lot of things completely lost their novelty for many social media might have fallen off their radar as they are primed and ready to begin getting out and start traveling again.
Many industries, including medical, real estate, recruitment, and more, have lost opportunities to interact with their audience. Because of lost in-person interactions, they now have fewer. Look for opportunities to inform and present value to your audience and need to increase low-cost advertising opportunities. It is important for brands in all industries to consider where they fit in that new way doing business as it extends on and offline.
Traditional media will continue and always be an essential component of the modern advertising landscape to effectively recruit gen z and millennial’s. All types of traditional media like Newspapers, Magazines, Radio and displays will continue to mammoth digital regardless of the Monopoly that it seems to have now. Many niche publications have taken off recently during the pandemic despite the belief that people should be advertising online. No matter what, good old fashion hard work and initiative will always lead the way over the flash and pizzazz for the most part it may prove to be a novelty item that is a flash in the pan substitute for good old fashion face to face connection.
For more information about low-cost advertising check out these additional posts. for more information on why it is important to incorporate empathy points in your advertising and how you can be impactful with your advertising please check out this additional post.